What is Co-Branding

1. CO-BRANDING

Gül Feray Sezen & Selim Bahadır Çapak

2. What is Co-Branding?

Co-branding, also known as
"brand partnership" is the
strategic merging of two or more
brands
to
achieve
mutual
marketing benefits and create
strategies on how best to work
together.

3. Types of Co-Branding

Ingredient co-branding
Composite co-branding

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EXAMPLES OF SOME SUCCESSFUL COBRANDING PARTNERSHIPS

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11. PROS AND CONS OF COBRANDING

12. PROS AND CONS OF COBRANDING

PROS
•Shared Consumer Loyalty
•Reputation
•Customized Product
•Shared Risk
•Cost-effectiveness
•Increase in Sales
•Brand Awareness
•Product Awareness
•Technology Sharing
•Portraying the Right Image
•Wide Range of Consumers

13. PROS AND CONS OF COBRANDING

CONS
•Dilution of Communication
•Impact on Brand Equity
•Business Ethics
•Small Businesses May Not Get Noticed
•Large Businesses May Get Affected
•Fear of Misalliance

14. FACTORS AFFECTING ITS WORKABILITY

• Brands involved in co-branding
• How the brands complement each other
• Reputation of the brands
• The value they provide to the consumer
• Timing of the co-branding
• Packaging of the product
• Marketing of the product
• Price of the product
• Benefits it will offer to consumers

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Gül Feray Sezen
Selim Bahadır Çapak